True. Just ask Stephen Carey, PhD, CAE, and President of Association Management and Marketing Resources (AMMR): Stephen, the first trade association and professional society consultant to be appointed to the Board of Examiners for the Malcolm Baldrige National Quality Award and author of numerous articles about association management and marketing, cites the benefits of engagement that online video offers associations. A 2010 survey by advertising experts BIA/Kelsey reveals that more than half of viewers of an online video can be expected to take an action—which for an association means joining, donating, or such actions as planning to attend a conference. Stephen argues that associations are perfectly placed to take full advantage of the fact that video is a very flexible medium. He encourages associations to create video testimonials, to use video for fundraising, and to use video to show the people your organization benefits. And he knows that associations are in a race to be relevant to their members. In today’s video-loving world, videos are really quite perfect for associations. If MiniMatters can help you use this tip or serve your other video needs, we’d love to talk with you at 301-339-0339 or via email at [email protected].